一张被融掉的黄金海报，展开了物码营销的下一阶段

Core Insights - The "Golden Poster" incident highlights a shift in brand marketing dynamics, where traditional promotional strategies are challenged by new consumer behaviors and value perceptions [5][15] - The event illustrates the dual value systems applied to the same product, reflecting a broader discussion on emotional value versus material value in consumer goods [6][12] Group 1: Marketing Dynamics - The traditional logic of product code marketing is becoming insufficient to explain recent events, as it has evolved into a highly predictable and efficient strategy [5][6] - The incident demonstrates that high efficiency in marketing mechanisms reduces the likelihood of unexpected outcomes, necessitating new variables to drive innovation [6][7] - The "Golden Poster" serves as a new variable in the marketing system, where the treatment of the prize post-win sparked significant public discourse [6][7] Group 2: Brand Positioning - During the rising public discourse, the brand Amu Xi adopted a passive approach, allowing user-generated content to shape the narrative rather than imposing its own [8][11] - This strategy reflects a shift towards a decentralized communication model, where consumer discussions enhance brand visibility without direct brand intervention [11] - The brand's choice to engage in a less authoritative manner demonstrates a sophisticated understanding of contemporary consumer dynamics [8][11] Group 3: Emotional Value - The incident reveals the uncontrollable nature of consumer emotions, emphasizing that emotional value must be contextualized within specific frameworks [12][13] - Emotional value is not inherently valuable; it is a manifestation of value within a social structure, which can change and affect consumer perceptions [12][13] - Brands must critically assess their reliance on emotional marketing, ensuring they understand the underlying consensus structures that support emotional value [13] Group 4: Applicability of Open Discussions - The "Golden Poster" event's open discussion model is not universally applicable, particularly for brands focused on short-term sales and price-sensitive consumers [14] - Brands with unstable trust foundations or low risk tolerance should avoid open discussions that could shift focus from the event to the brand itself [14] - Brands that rely heavily on a single emotional narrative may struggle with value reassessment if that emotional connection falters [14] Conclusion - The "Golden Poster" incident provides a critical opportunity for brands to rethink their marketing strategies in an evolving landscape, where consumer-generated narratives play a significant role [15] - Amu Xi's approach of allowing consumer discussions to flourish without heavy-handed brand intervention offers a new perspective for future marketing explorations [15]